According to Curata, two of the three most effective types of video are tutorial videos (50%) and demonstration videos (49%). If you consider this along with the overwhelming number of stats that show the value of video marketing, then you may be able to convince your company to embrace video as a means for communicating with your target audiences.

In my last blog on this subject, we explored how important video marketing is. And I’d be willing to bet that video marketing is one of the first forms of communication that most companies ignore due to fears over costs, content and bandwidth.

Fear no more! You CAN take advantage of the many benefits of video marketing, and here’s how to get started.

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It’s a question we get asked pretty much every time we develop a PR program: “…but how will we know it’s working?” And, fair enough – the resources put into PR and marketing efforts can be considerable, both from time spent and a financial standpoint. Data collection and interpretation are playing a huge role in every aspect of business, and the PR profession is not immune. After all, what gets measured gets improved.

But can goodwill towards your brand be quantified? 

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On the list of things that have the potential to frighten, CES – the biggest consumer tech tradeshow of the year – can rank right up there with the latest episode of American Horror Story for those of us in tech circles.

If the mere thought of Las Vegas in January makes your heart race and palms sweat, we’re here to put your fears to rest. You need an exceptional PR and marketing partner to guide you through CES, and we’re it. #TeamLages has been there and done that – over and over again. We have a full spectrum of tech experience working alongside everyone from startups to billion dollar enterprises. Our years of experience will get you the media attention and analyst connections you are looking for.

You have 74 days (and counting) to prepare – let’s get started, shall we?

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It’s a standard question we ask every new client: “Do you have any videos we can use?”

Surprisingly, the majority of our clients answer no. Why when video is so pervasive? Whether it’s a quick, 30-second video of a pair of shoes we’re tempted to buy or a video of our favorite professional athlete hitting a walk-off home run – it’s a fact that video touches us all on a daily basis.

What keeps you from adding video to your marketing mix? Likely the answer is time and budget. In fact, according to Buffer 73% of marketers said they’d create more video content if there were no obstacles like time, resources and budget. And, if it’s not time and budget then the other answer may be, “We’re too technical for video.”

Well, time and budget may continue to be an issue…but let’s explore “too technical” and why this should come off of your list of reasons NOT to shoot videos.

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It’s a simple truth: presentations are always about sales. Whether selling the potential of your company to get funding, selling a product, or selling a new approach and educating to enlist supporters – the list goes on. If you’re giving a presentation, you’re selling something. In fact, I’m confident that you’d be hard pressed to think of a situation where you’d give a presentation and not be selling something.

When it comes to sales, you have to put things in context. Just providing the facts and allowing your audience to interpret them as they will is equivalent to giving someone a dictionary citation and expecting them to immediately see how it would translate into a top-selling novel. The narrative is the context – this is where you connect the dots and show them the path to success. Naturally, all dots lead to your company, your product, your value proposition, your vision – you get my point. Context counts.

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An often overlooked but important element of social media marketing is the use of hashtags. However, randomly inserting them without a purpose won’t help your business – at best it is distracting and at worst it may cause confusion. In order to really benefit your brand, hashtags need to be used with a solid strategy in mind.

Using #hashtags is a great way to expand your brand’s reach and engagement – but how do you use them to optimize your social media posts? 

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Though the communications landscape has certainly shifted and evolved in recent years, we’re here to tell you that the press release is still alive and well – and a critical component of your marketing mix. From giving your company or product a boost in credibility to spreading the word about new offerings or positioning you as an industry expert – press releases have the power to persuade. But how much thought are you really putting into them? It takes careful planning to leverage their immense potential, while balancing the message and getting it packaged to meet your goals – and achieve maximum impact.

Let's get going - click below for tips to ensure your next press release truly delivers.

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So you want to be a thought leader? Sounds great! I mean, who doesn’t want to be seen as an expert in their field? But what does that really mean – and how does one actually get there?

Becoming the top-of-mind, go-to entity in your field of expertise doesn’t happen overnight. Attaining this status takes a carefully-planned, multi-pronged approach. But never fear, nothing is out of reach, and it’s not as complicated as it seems. We’re here to help.

Ready to start gaining some clout in your field? Keep reading.

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The New Year is quickly approaching, so it’s likely you’re cataloging items to close out this year and begin anew in 2018. We’ve got one item that should be on your latest to-do list: get active on LinkedIn.

Social media was once an afterthought for busy business executives. While it still may be for many – it’s time you took advantage of the world’s largest professional networking site. With a user base consisting of 500 million people from more than 200 countries, it’s important that you become an active participant on LinkedIn to help steer the conversation about your company.

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Nothing can be more impactful in creating a brand and generating sales than a product review program. Published reviews by magazines, news sites, technology publications and blogs alike bring credibility to the product. Reviews are serious business and a negative review can be devastating – don't jump the gun just to land a review only to have to do damage control later. So what do you need? Every successful review program (no matter how good the spin is) starts with a rock solid product that performs as billed. The role of the review program is to provide a forum to let the product speak for itself.

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CES 2018 is nipping at our heels – it’s only 10 weeks away. That means we’ve entered a critical time in planning the PR for your trade show presence. If you're looking for a great PR and marketing partner to guide you through CES, you can't beat Lages. We have a full spectrum of tech experience working alongside everyone from startups to billion dollar enterprises. Our years of experience will get you the media attention and analyst connections you are looking for. Leave it to Lages to make you the talk of the show!

Here, we’re outlining all the elements you'll need to make CES a success.

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Think about your favorite media outlets. You know, the ones that show up at the top of your Facebook, LinkedIn and Twitter feeds every day. Now, picture them wanting to talk to you about your latest product launch/upgrade/channel partnership, etc. This is no pipe dream scenario – the right PR and marketing communications tactics will make this a reality. Are you ready? What will you say? Does the thought of connecting one-on-one with influential reporters and editors strike a bit of fear in you? Fear not.

We’re about to give you 5 tips to make your media interviews a breeze – and ensure that your message resonates. 

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Fall is here and the weather is changing – that means the year will soon come to a close. What better time than now to reflect on the notable achievements of the year – and look to the new market opportunities that are to come in 2018?

It’s such an exciting time to be in technology! This past year we saw adoption of smart home gadgets skyrocket, machine learning and virtual assistants go mainstream, automated cars began to share our roads with us, the sharing economy made many things ‘on-demand,’ and more.

No doubt you had your own big news and milestones in 2017. Now is the time to connect the dots, and tell your reflection story. 

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*Cue music* “It’s the finallllll countdown!” Pause…you can breathe (we have good news). You’re not in the final moments yet – but with Q4 nipping at our heels, it’s definitely countdown time to CES 2018. There are only 16 weeks to pull together all the key elements you'll need to make your CES a success.

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It’s an exciting time – you are prepping to launch a new product, your company direction has pivoted to reach a new market, you’ve secured funding, you have an amazing entrepreneurial story to share…the list goes on as to why you’ve engaged a public relations firm to guide you on getting the word out.

Before you jump in, it’s important to take a moment to consider the roles of all the players in the new adventure of connecting with media. It can’t be hard, right? People do it all the time from the cool start-up at your region’s most noted incubator to the established power players at Fortune 500 companies.

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Intuitively you believe all marketing activities, including PR, should support your sales program. Yet, you recall that PR has a higher calling and should remain in the domain of strategic corporate activities that center on shareholder value, goodwill, and corporate citizenship. Both views are right-on, as PR is a broad discipline and can be deployed to address many needs at multiple levels within a company.

But for now, let's focus on how PR can add value and shorten the sales cycle.

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You’ve seen it. You’ve probably found it useful or informative, and it has likely influenced your opinion on something – more than once. I’m talking about sponsored content – that is, content that appears to be editorial and often mimics the look and feel of the digital environment it  appears in, but has actually been paid for and provided by an outside company with an agenda.

This type of content initially started appearing 7 or 8 years ago thanks to new (at the time), edgy media companies (think Mashable, BuzzFeed) that favored sponsored content over traditional display advertising – and it’s definitely something to consider having in your company’s communications arsenal in 2017. 

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Doesn’t it seem like the 4th quarter happens quicker every year? That magical year end milestone is upon us and there is so much to do  to plan for 2017 while striving to hit your final goals for this year. If you’ve got CES on your calendar, then this is critical path time to rally the troops to ensure you hit the mark at the year’s biggest tech confab.

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When meeting with industry analysts from firms such as IDC, Gartner, Parks Associates, Forrester, 451 Research, and Aberdeen, many executives often question the value of time and energy vested in securing and maintaining these relationships.  While industry analysts may not write an article about a product’s features and performance for example, they do play a vital role in a strategic public relations program. It is important to know how industry analysts differ from the press and how you can make the most of these relationships, while tapping into their market intelligence on trends, issues and business development.

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Harness the Power of Storytelling in Public Relations and Marketing

Tell a story and you'll attract attention and interest. Simply present your messages and you'll only elicit disinterest and yawns. Why then do all of us marketing and PR professionals spend so much time discussing messages, managing messages, and getting messages out? I suspect it is because we all know that communications, like any endeavor, requires content and a purpose – and messages are the building blocks for communications. Where we often fall short is in the execution of relaying those messages.

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The business of high-tech marketing and PR can be complex. Understanding how your company fits into the PR/media ecosystem is critical to building brand awareness and meeting company goals. It all starts with relationships – and the foundation for any good relationship is a solid understanding of the roles and objectives of each party. When it comes to media relations, take a moment to consider what you hope to achieve and contrast that to the needs of the reporter.  Finding a middle ground is the path to a win, win relationship and ultimately coverage – so consider these top 5 tips for securing media coverage.

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There’s no question. Having a Wikipedia page gives your business credibility. The online encyclopedia turned 15 this year – and it averages more than 18 billion page views per month, making it one of the most visited websites in the world. When a business is searched on Google, Wikipedia results are often the second or third listing on the page – which is coveted real estate in search results.

To make the most of Wikipedia – you must navigate through a minefield of restrictions designed to keep company entries unbiased.  Let’s start with debunking a few myths about the site and identify the rules of the game as they relate to your business presence on Wikipedia.

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Five million dollars is enough to purchase a 30-second Super Bowl ad – but was it enough to win the attention of the right audiences?   There are many opinions, but an infographic from leading media intelligence company Cision shows which ads and brands won your attention on social media. Check it out.

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In the early days of social media, a single tweet could be heard around the world. Sharing content was simple and organic reach was alive. Many brands have already rallied around the idea that content is an effective way to influence customers. But with more channels to share content than ever before – from email platforms like Constant Contact to blogs and a large selection of increasingly popular social media platforms like Periscope and Instagram – how do you chart the right course?

This year, the “content” part of content marketing will take front and center stage for brands that want to be heard. 

So how do you create an effective content marketing strategy?

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1, 2, 3 – say cheese! Whether you’re a CEO, entrepreneur or an employee– the time may come when you need a professional headshot. A headshot is not only a critical component in your bio but also your social media presence, VC presentation, media kit… A good headshot is a powerful communicator.   It says a lot about you, your company and should instill confidence.   It takes more than being able to relax in front of a lense or strike the perfect pose. It’s up to you to dress the part, look alive and put your personality into your photo!

So here are 5 tips on how to take a great headshot.

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Like many seasoned marketing executives, you may come from the school of straight talk and have been taught that any news release without the 5 Ws (who, what, when, why, and where) is simply not going to get read.  I often hear, ‘We have nothing to talk about; no new products, partners or customers, so we can't possibly create a news release.' 

The crux of the problem is that the role of the news release has drastically changed.   No longer reserved purely for journalists, news releases on the web reach everyone.  We call non-news releases feature releases.   Just like a feature story you may read in any publication, we use the same approach.

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Where does the time go? If you are anything like me, this is the million dollar question. My job is fast-paced – frenetic, even – and effectively managing my time is something that I struggle with at times. After all, and especially in the tech world, our communications channels seem to be multiplying daily (YikYak, anyone?) – creating a vortex of disruption. There is even something called ‘iDisorder’ – a "psychological disorder that appears to be either caused by or exacerbated by our relationship with media and technology." Yikes.

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Experts are everywhere.  Whether they are the nerdy neighbor next door who knows everything there is to know about Wi-Fi, the manager at the auto parts store who can rebuild an entire engine or the aunt in Cincinnati who can out-bake Martha Stewart - we look to them for their expertise. More importantly, when they recommend a product, we listen. We also look to higher profile experts like Warren Buffett for financial acumen, Microsoft's former CEO Steve Ballmer for software savvy or Andy Grove, former leader of Intel, for his wisdom.

 

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There’s been a lot of hubbub in recent months about the death of Facebook organic reach for company pages.  In essence, Facebook keeps tweaking its algorithm that affects how much (or little) content will appears in users’ news feeds.  For example, say you are a fan of “Nike” on Facebook.  With the change in algorithm, fewer of Nike’s posts will appear in your news feed.  In fact, some estimates have put organic reach at a paltry 1% – meaning that only 1% of a page’s fans will, on average, see their content – without the company having to pay for it to be seen.  But I believe that the death of Facebook organic reach has been exaggerated.  Let me explain.

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The latest catch phrase for marketers today is content marketing. Of course, we've always done 'content marketing,' creating and sharing brochures, datasheets, websites, press releases and more. The key difference is that we now have more channels to share content than ever before - from email platforms like Constant Contact to full-on blogs and a large selection of social networking sites such as Facebook, LinkedIn, Instagram, Pinterest, Twitter and YouTube.

Good, solid content is like money in the bank for marketers, but if your content is lacking – it may leave your marketing strategy feeling a little bankrupt. Content keeps you front and center in the eyes of target audiences, and the ability to supply a steady stream of fresh, relevant content ensures you're remembered when your customers need you.

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My most recent business trip has taken me to Las Vegas, Nevada for the 2015 International Consumer Electronics Show (CES).  Held last week from January 6 through 9, I spent two days there – and since being in public relations makes me an aficionado for documenting my experiences and sharing them online – here’s how my first time at CES went.

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All sports are a numbers game to some extent, and football is no exception. Want to know how many yards your running back gained last week – on third downs only? How about during this same time period last year? Thanks to big data analytics, fantasy football team owners have all of that right at their fingertips – in real time.

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I’m from Colorado where the fall season actually feels like fall - with a brisk feeling in the air and the leaves changing colors. But here in the OC we’re baking in a high 90’s heat wave and the calendar says it’s September. If it weren’t for the fact that the Denver Broncos are back in action and Halloween decorations are filling the shelves in every store I walk into; I’d never know it was fall. Of course this is not entirely true because my boys have gone back to school – and that’s the real indication for me that fall is here.

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Posted by Kerry Fedro on Nov 22, 2013

It’s official – we issued our own news release yesterday on our 25 year milestone!

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Posted by Beverly Lages on Nov 07, 2013

No question that there have been 4 influential men in my life… all of which have had a huge role in setting the course for my career.  With the 25 year celebration at hand, it is clear that each deserve to be recognized.

 

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Posted by Beverly Lages on Oct 15, 2013

Clients have played a huge role at Lages - well beyond the obvious revenue generated.  Clients have been a source for inspiration, trusted advisors, connections and joy.  They, of course, have caused frustration and at times bewilderment...but that's a story for another time. 

Today's clien...

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Posted by Beverly Lages on Oct 02, 2013